• Consumers actively express their liking of brand posts and leave positive comments on the brand posts on Facebook; these are known as electronic word-of-mouth (e-WOM) behaviors.
  • On the basis of a computational analysis of major American brands’ posts on Facebook, consumers more likely will conduct WOM behaviors on Facebook if brand posts use multimedia content, brand names, a hashtag (i.e., “#”), subjective words, and social words.
  • Marketers should focus on features of brand posts and use the effective words in the brand posts to induce consumers’ WOM behaviors.


Consumers use Facebook as their primary social networking service, in addition to Twitter and Instagram (Piwek and Joinson, 2016). The average user in America spends approximately 50 minutes a day on Facebook (Stewart, 2016). In addition to personal use, Facebook has played a key role in companies’ social-media marketing. At least 50 million companies own their own Facebook pages, and consumers make more than 2.5 billion comments a month on such brand pages (Chaykowski, 2015). For marketers, Facebook is one of the most important social-media platforms to promote their brands (Youn and Kim, 2019).